About
A focused practice built for the businesses that need it most.
Tide & Anchor Advisory was founded on a simple premise: growing e-commerce and consumer products businesses deserve the same quality of financial leadership that large companies take for granted — without the overhead, the bureaucracy, or the full-time commitment.
Founder
James C. Henry, MBA
Founder & Principal, Tide & Anchor Advisory LLC
James Henry is a senior finance executive with over a decade of experience leading financial planning, analysis, and strategic finance functions across e-commerce, consumer products, and private equity-backed businesses. He has worked at the intersection of high-growth operations and rigorous financial discipline — building the models, processes, and reporting infrastructure that give leadership teams the clarity they need to make confident decisions.
Prior to founding Tide & Anchor Advisory, James held senior finance roles at Thrasio, one of the largest Amazon aggregators in the world, and B&G Foods, a publicly traded consumer packaged goods company with a portfolio of iconic American brands. Earlier in his career, he worked at Deloitte, where he developed the analytical foundation and client-service discipline that continues to shape his approach to advisory work.
James holds an MBA from Rutgers Business School, where he focused on finance and strategy. He brings that academic rigor to every engagement — combined with the practical, hands-on experience of having worked inside fast-moving businesses where the stakes were real and the margin for error was small.
Career highlights
Thrasio
Senior Finance Leader
Thrasio was one of the world's largest Amazon FBA aggregators, acquiring and scaling hundreds of third-party Amazon brands. James led financial planning and analysis functions in a high-velocity, data-intensive environment — building forecasting models, managing performance reporting, and supporting strategic decisions across a complex, multi-brand portfolio.
B&G Foods
Senior Finance Leader
B&G Foods is a publicly traded CPG company with a portfolio of well-known consumer brands including Green Giant, Cream of Wheat, and Ortega. James supported financial planning, budgeting, and analysis functions in a regulated, investor-facing environment — developing the discipline and rigor that comes with operating inside a public company.
Deloitte
Analyst
James began his career at Deloitte, one of the world's leading professional services firms. His time there built the analytical foundation, structured problem-solving approach, and client-service orientation that continue to define his work — including the ability to quickly understand a new business, identify the key financial issues, and communicate clearly to senior stakeholders.
Education
Master of Business Administration (MBA)
Rutgers Business School
Finance & Strategy
Our approach
Honest, direct, and genuinely useful.
Tide & Anchor Advisory is not a firm that produces lengthy reports and disappears. We work alongside leadership teams — attending the meetings, asking the hard questions, and doing the analytical work required to give you a clear picture of your financial position and a credible path forward. We are direct about what we see, honest about what we do not know, and focused on delivering work that is actually useful — not work that looks impressive in a slide deck.
Clarity over complexity
Good financial analysis should make things clearer, not more complicated. We translate financial complexity into plain language and actionable insight.
Honesty over comfort
We tell clients what they need to hear, not what they want to hear. That includes delivering difficult assessments when the situation calls for it.
Ownership over advice
We do not just advise — we take ownership of the work. If we say we will build a model, produce a report, or lead a process, we deliver it.
Focus over breadth
We work in a focused set of industries and situations. That focus makes us better at what we do and more useful to the clients we serve.
Ready to work together?
The best way to determine whether Tide & Anchor is the right fit for your business is a short, no-obligation conversation.